(AND THEY HOLD UP BETTER THAN WE DO)
SPRING 2010
Outdoor Retailer Market, SLC Utah
July 22, 2009
Words, Images Judith Ecochard
Experia Wool/Silk Image Courtesy Of Thor Lo®
To think they we could easily spend an hour talkin’ ‘bout activity specific socks…
Easily one of the highpoints at OR is our time spent at the THOR LO® booth …where our free wheeling chat gets us psyched to get OUT and actually try the ped coverings.
Last January, we were introduced to the Experia® COOLMAX® socks, the technically performing, fashion forward running socks (six colors) that launched a few months ago and “blew out.”
Here’s why.
Building on Thor los’ expertise in essential padding, the Experias are made with contoured and sculptured ball and heel engineered pads (where the foot strikes)…but are lighter and thinner (better fitting) than its competitors.
WHY? “Because of the evolution of footgear,” noted Jeff Lawson, Director of Marketing for Thor lo…”as they’re narrower, multi-functional, more narrow, and weigh less.”
“Comfort is still key.”
But more importantly to some, we’re sure…are the vibrant color options that bust out of that drab neutral palette---in citrus shades of lemon yellow, lime and orange...as well as black, blue and a blue/black duo.
That matchy-match the hot shades in running shoes too.
WHAT’S NEW: This fun, fashion/performing brand (CoolMax loaded-66%!!!) is coming out in even more new palette selections.
Just in time for the holidays, the “Taste of Chocolate” collection for gals is made up of Experia’s --in five snazzy “yummy” hot chocolate color combos…like Blue/Brown (and soft colors – yellow, pink, orange and lime /brown).
PLUS: For Spring 2010 (February launch)…three more Experia shades are set to hit retail shelves…orchid, turquoise, and a poppin’ cherry red. ($13.99)
For guys, the “tried and true” black/white combo…is still around…as it’s a best seller.
WHAT ELSE: Cross Training and ‘do-it-in-a-day” outdoor romps are rapidly gaining favor…and Thor lo is on it. A comfy merino wool (warmth, moisture management), blended with silk (soft!) --with the sculptured protective pads, of course--- are found in the new trail running friendly EXPERIA Wool/Silk socks ($16.99 February launch).
The aerodynamic, glove like fit comes courtesy of Lycra® while a lightweight Achilles Tendon Pad protects against rubbing and chafing.
And because Thor lo is all about “bringing fun to a frugal consumer,” these socks are coming out in cool shades like “Khaki, Pink Pizazz, Burnt Orange, Brick Red, Wild Blue Yonder, Charcoal, Celery, Forest Green, and Chestnut Brown.”
There’s a crew style too ($19.99) in dude friendly darker shades of Chestnut Brown, Forest Green, and Charcoal.
“We’re going to keep being creative…and keep experimenting…keeping it fresh,” Lawson told us. Amen to that.
PLUS: “Our philosophy is longevity…our socks last five to ten years.” Point being that even though Thor los are made of/with synthetics, they last longer, spare refills, and “you can recycle synthetics.”
FYI: 100% MADE IN THE USA.
INFO: EXPERIA SOCKS